Co-Founder & Partner at GREENROCK VENTURES | Connecting long-term strategy and short-term execution to deliver extraordinary business performance | We look for positive, creative disruption within the Sports Ecosystem | Projects: FORMULA 1 MIAMI GRAND PRIX 2022 | FORMULA 1 QATAR GRAND PRIX 2021 | Services: Strategic Planning | Revenue Management | Commercial Frameworks | Sales | Marketing Communications | Evolving Technologies.

Oversaw commercial delivery of inaugural FORMULA 1 VINFAST VIETNAM GRAND PRIX 2020 | Delivered business plan, team structures, effective revenue generation, sales and marketing and performance management | Implemented refund programme following event cancellation (Covid-19).

Partnered with City Football Group and Manchester City FC to create new business unit maximising inventory yield by developing, marketing, selling and delivering experiential packages | Launched new brand (WONDERMENT), revised Club’s product portfolio and implemented new sales channels | Achieved revenue multiples of 2.5x to 3.0x on original inventory, and gross margin of 30%.

Responsible for Sales & Marketing Communications | Successful commercial delivery of FORMULA 1 ETIHAD AIRWAYS ABU DHABI GRAND PRIX over 10 years | Successful creation of year-round business through multi-year, multi-product strategy and execution including comprehensive digital transition | Created Middle East's largest Health & Fitness programme with over 1M visits.

Established TBWA\ effectively in Abu Dhabi | Oversaw all Global and Regional ETIHAD AIRWAYS media and creative | Achieved significant new business including Abu Dhabi Tourism Authority, Abu Dhabi Airport Company, Tourism & Development Investment Company, twofour54 and Abu Dhabi Grand Prix 2009 | Won Abu Dhabi's first ever Cannes Lion with Abu Dhabi Tourism Authority 'Be Still'.

Worked with Mark Wnek to help rebuild the Lowe Agency in New York | Led the Agency's GM (Saab), Unilever, Stella Artois accounts | 2007 Silver Effie for Saab 'Born from Jets' campaign.

Ran 'McElwee Group' overseeing BRITISH AIRWAYS account globally, developing all strategy and TTL execution | ITV, re-launched Britain's biggest commercial TV channel.

Led Peugeot Motor Cars UK account, Central Office of Communications & Greater London Authority | Successfully implemented campaign for Ken Livingston to become London's first elected Mayor.

Associate Board Director | Vauxhall car line brands.

Account Manager & Director for The National Lottery UK, creating Britain's biggest consumer brand over-night | Account Director P&G Ariel, Cadbury Schweppes UK and Europe and Toyota

Account Executive on Financial Times and Halifax Building Society.